Over the last decade, SEO has morphed into a complex field encroaching on UX, content marketing, and even web growth. At the same period, a wide range of organizations are now running full force on to the web; yet they often fail to consider the possibility of bringing an SEO specialist in-house.
Based on conversations with colleagues, it truly comes down to the fact that organizations lack commitment from the C-suite and/ or proper resources to find the right candidate.
One then must beg the issues to: Is it worth bringing person in?
I decided to reach out to several SEO leaders in the industry to get their points of view, while closely analyse my past experience.
I have had the privilege over the last decade to principally run as an in-house SEO manager for several e-commerce organisations. EvenA early on in my career, I recognise the value of SEO to the entire organizationA — from a merchant researching products to onboard, to a content team researching valuable topics to address, I was always there to provide strategic insight on potential growth.
But what else can an in-house SEO actually do?
Political landscape negotiator
Every organization will have squads that focus on different aims, perspectives and responsibilities. As SEOs, it is our job to achieve true collaboration. We can drive all the traffic you want, but that’s not very valuableA if the customer doesn’t convert!
Whether it’s a company picnic or a department outing, we need to focus on establishing personal company-wide rapport.
I wanted to figure out how to improve customer experience on a page template without having to go through a code change. I noticed a prominent section that our team does not have access to and decided to reach out to all my key contacts companywide to find out who manages it. After a couple of discussions, I rapidly learned that the process for updating this content area was manual, but possible.
I soon realise the additional untapped potential that we could now leveraging to influence client behavior. At the same time, I can now work with that team to streamline the process — all thanks to the fact that I regularly concentrate my day on looking for areas of improvement and cross-company communication.
User experience has quickly taken off as a huge factor for SEO, and I find the field fascinating. I began meeting with our talented UX team regularlyA to better understand how they develop wireframes that dictate usability. This led to having the opportunity to visit several customers to observe their browsing behaviour, and I even got to tryA my hand at wire-framing.
These endeavours haveA yielded a shift in which the UX and SEO squads work hand-in-hand to develop a truly optimized experience.
Initiating change from within
Many organizations migrating to the web often overlook what a monumental change it is for the entire company. Existing companywide processes — even those that have nothing to do with the webA — often need to be overhauled to encompass the new digital strategy.
An organization needs to bring in aA seasoned SEO who not only understands the current search landscape but also understands how search will impact their overall industry five or more years from now. This is how they can help their company stay ahead instead of simply playing catch-up — invention is key!
Modern SEOs are no longer merely keyword optimizers — we are ingrained into content strategy, UX and web developing, as well as social.
A decisive content strategy that infuses best SEO/ customer-centric practises is instrumental for every organization.A When I first joined my current company, I speedily discovered many parts of the organization were developing and launching content sporadically, but there didn’t seem to be a consistent direction or measuring strategy in place.
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